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Read more at Counterparties Taleb: Time to start rationing data Global lending's big contraction Sign up for the Counterparties email! Follow Reuters Facebook Twitter RSS YouTube Read Russia turns east to embrace looming China 04 Jun 2012 Top al Qaeda strategist may have been killed in Pakistan 12:55am EDT What Are 'Bath Salts' And Are They Illegal? 30 May 2012 G7 to hold emergency euro zone talks, Spain top concern 3:37am EDT All eyes on Wisconsin governor's recall election 1:09am EDT Discussed 346 NY mayor blasts sugar ban critics: ”That’s a lot of soda” 264 Louisiana’s bold bid to privatize schools 261 Florida to continue voter purge in defiance of warning Watched Born in Austria, made in China Mon, Jun 4 2012 Jubilee concert rocks Buckingham Palace. Mon, Jun 4 2012 Soros: Germany has three months to save the euro - Rough cuts Mon, Jun 4 2012 Pictures Reuters Photojournalism Our day's top images, in-depth photo essays and offbeat slices of life. See the best of Reuters photography. See more | Photo caption Hunger in Yemen More than half the children in Yemen under the age of five are stunted due to hunger and poor nutrition. Slideshow Plane crash in Nigeria A passenger jet crashes into in an apartment block. Slideshow Facebook comments, ads don't sway most users: poll Tweet Share this Email Print Related News Facebook shares plumb new depths, valuation questioned Tue, May 29 2012 Opera seen a Facebook fit but no "For Sale" sign Tue, May 29 2012 Shareholders sue Facebook, NYSE comes calling Thu, May 24 2012 Facebook, banks sued over pre-IPO analyst calls Wed, May 23 2012 Regulators, investors turn up heat over Facebook IPO Wed, May 23 2012 Analysis & Opinion Hoping for a better NYT ombudsman Why plaintiffs’ lawyers would rather sue Facebook than JPMorgan Related Topics Tech » Media » Facebook » In this photo illustration, a Facebook logo on a computer screen is seen through a magnifying glass held by a woman in Bern May 19, 2012. Picture taken May 19, 2012. Credit: Reuters/Thomas Hodel By Alexei Oreskovic SAN FRANCISCO | Mon Jun 4, 2012 10:18pm EDT SAN FRANCISCO (Reuters) - Four out of five Facebook Inc users have never bought a product or service as a result of advertising or comments on the social network site, a Reuters/Ipsos poll shows, the latest sign that much more needs to be done to turn its 900 million customer base into advertising dollars. The online poll also found that 34 percent of Facebook users surveyed were spending less time on the website than six months ago, whereas only 20 percent were spending more. The findings underscore investors' worries about Facebook's money-making abilities that have pushed the stock down 29 percent since its initial public offering last month, reducing its market value by $30 billion to roughly $74 billion. About 44 percent of respondents said the market debut, seen by investors as troubled, has made them less favorable toward Facebook, according to the survey. In the May 31-June 4 poll of 1,032 Americans, 21 percent said they had no Facebook account. Facebook's 900 million users make it among the most popular online destinations, challenging entrenched Internet players such as Google Inc and Yahoo Inc. Not everyone is convinced the company has figured out how to translate that popularity into a business that can justify its lofty valuation. Shares of Facebook closed Monday's regular trading session down 3 percent at $26.90. While the survey did not ask how other forms of advertising affected purchasing behavior, a February study by research firm eMarketer suggested Facebook fared worse than email or direct-mail marketing in terms of influencing consumers' decisions. "It shows that Facebook has work to do in terms of making its advertising more effective and more relevant to people," eMarketer analyst Debra Williamson said. Those concerns were exacerbated last month when General Motors Co, the third largest advertiser in the United States, said it would stop paid advertising on Facebook. Facebook declined to comment in detail on the survey, but referred to case studies of companies such as Nutella, which found that a 15 percent increase in sales was attributable to Facebook, and restaurant chain Applebee's, whose Facebook ads delivered a threefold return on investment. Measuring the effectiveness of advertising can be tricky, particularly for brand marketing in which the goal is to influence future purchases rather than generate immediate sales. The success of an ad campaign must be considered in relation to the product, said Steve Hasker, president of Global Media Products and Advertiser Solutions at Nielsen. "If you are advertising Porsche motor cars and you can get 20 percent of people to make a purchase that's an astonishingly high conversion rate," said Hasker. "If you are selling instant noodles, maybe it's not," he WANING ENGAGEMENT About two out of five people polled by Reuters and Ipsos Public Affairs said they used Facebook every day. Nearly half of the Facebook users polled spent about the same amount of time on the social network as six months ago. Keeping users coming back is crucial for all social media services, said Gartner analyst Ray Valdes. "Facebook continuously has the challenge of Facebook fatigue, of the novelty factor wearing off, and therefore they have to introduce new kinds of interaction," said Valdes, citing new features such as the "Timeline" interface and the planned $1 billion acquisition of mobile photo-sharing app Instagram. The survey provides a look at the trends considered vital to Facebook's future at a time when the company has faced a harsh reception on Wall Street. Facebook's $16 billion IPO, one the world's largest, made the U.S. company founded by Mark Zuckerberg the first to debut on markets with a capitalization of more than $100 billion. Its coming out-party, which culminated years of breakneck growth for the social and business phenomenon, was marred by trading glitches on the Nasdaq exchange. A decision to call some financial analysts ahead of the IPO and caution them about weakness in its business during the second quarter has triggered several lawsuits against Facebook and its underwriters. Forty-six percent of survey respondents said the Facebook IPO had made them less favorable towards investing in the stock market in general. While Facebook generated $3.7 billion in revenue last year, mostly from ads on its website, sales growth is slowing. Consumers' increasing use of smartphones to access Facebook has been a drag on the company's revenue. It offers only limited advertising on the mobile version of its site and analysts say the company has yet to figure out the ideal way to make money from mobile users. Facebook competes for online ads with Google, the world's No. 1 web search engine, which generated roughly $38 billion in revenue last year. Google's search ads, which appear alongside the company's search results, are considered among the most effective means of marketing. Facebook is still perfecting the effectiveness of its ads, said Gartner's Valdes. But he said he was surprised that the comments posted on the website from Facebook users' friends were also only responsible for 20 percent of users making a purchase. "Comments and recommendations from friends on Facebook do carry a lot of weight, so I'm surprised by the number," he said. The most frequent Facebook users are aged 18 to 34, according to the survey, with 60 percent of that group being daily users. Among people aged 55 years and above, 29 percent said they were daily users. Of the 34 percent spending less time on the social network, their chief reason was that the site was "boring," "not relevant" or "not useful". Privacy concerns ranked third. The survey has a "credibility interval" of plus or minus 3.5 percentage points. (Additional reporting by Gerry Shih; Editing by Edwin Chan and Paul Tait) Tech Media Facebook Related Quotes and News Company Price Related News Tweet this Link this Share this Digg this Email Reprints We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see http://blogs.reuters.com/fulldisclosure/2010/09/27/toward-a-more-thoughtful-conversation-on-stories/ Comments (12) LordCavendish wrote: Edition: U.S. Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom Back to top Reuters.com Business Markets World Politics Technology Opinion Money Pictures Videos Site Index Legal Bankruptcy Law California Legal New York Legal Securities Law Support & Contact Support Corrections Connect with Reuters Twitter Facebook LinkedIn RSS Podcast Newsletters Mobile About Privacy Policy Terms of Use AdChoices Copyright Our Flagship financial information platform incorporating Reuters Insider An ultra-low latency infrastructure for electronic trading and data distribution A connected approach to governance, risk and compliance Our next generation legal research platform Our global tax workstation Thomsonreuters.com About Thomson Reuters Investor Relations Careers Contact Us Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

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